The Role of Dynamic Media for Travel Tech

January 15, 2020 |
4 min
The Role of Dynamic Media for Travel Tech

Travelers of the digital age are technology-savvy, and want a preview of what to expect from their trip. The fastest way to provide them with this is through engaging images and videos—regular, static, imagery, or dynamic media.

Travel websites and online travel agencies (OTAs) are leveraging dynamic media to address customer expectations and enrich the customer experience. In the highly competitive e-commerce market, a customer-centered approach can give a company an edge in the market.

In this article:

  • What Is Dynamic Media? 

  • The Importance of Dynamic Media

  • Dynamic Media: Travel Use Cases

  • The Challenges of Dynamic Media

What Is Dynamic Media? 

Rich media (audiovisual content) can be categorized as static or dynamic media:

  • Static media: Isn’t updated and remains “static”. For example, text, non-animated images, static maps, and graphics.

  • Dynamic media: “Moves” or “ changes”. For example, animations and GIFs.

    Dynamic media has an additional role—enabling the delivery of adaptable and personalized content. The main principle in dynamic media delivery is to ensure users get the content that suits them best.

    Here are several ways to enhance your site with dynamic media:

  • Responsive design: Ensures web content adapts to the resolution of the device. Responsive websites deliver dynamic media elements, such as text, images, audio, videos, that change from one layout to another. The goal of responsive design is to deliver content that adapts to the resolution of the screen. 

  • Interactive media: Traditionally used in multimedia ads that combine moving elements. For example, header carousel and galleries. Today, the term interactive media refers to media that changes in response to user input. For example, a travel map that changes according to the user’s criteria.

  • Dynamic segmentation: This type of segmentation goes beyond typical static segmentation. Dynamic Predictive Segmentation (DPS) uses live data to deliver personalized content to each user. 

The Importance of Dynamic Media 

Different media types tell different visual stories. Static media doesn’t provide visitors with cause to come back to your site. They visited the page once and consumed the content. They don’t need to come back for another digital visit.

Dynamic media can turn a website into a versatile and engaging digital hub. If you offer your users continuously updated content, then they have a reason to come back for another visit. If you present them with a 360-degree view of a destination, then they can explore the location. They’ll spend more and more time with your content and create a connection with your brand.

Dynamic Media: Travel Use Cases

Travel websites should present media that showcase unique offerings. Each media element should be designed for a different marketing goal. For example, attracting customers, improving retention, promoting a new destination, or highlighting an inside view of a new tour.

Here are some essential media features you can add to your site:

  • High-definition photography: Image quality is a huge factor in attracting customers. According to data from a study by MDG Advertising, 67% of consumers consider the quality of a product image as a top buying influencer.  

  • A dynamic presentation of the destination: It’s important to highlight top landmarks and sites to visit, including 360-degree views of the destination or a short video. 

  • Hotel recommendations: Links to hotel and booking sites, as well as consumer reviews, can help potential customers make a decision. 

  • Recreation and activities: Add links to help customers book activities, including deals and discounts. You can provide arts and culture guides to help travelers plan their trip. For better engagement, present this information in dynamic formats, such as videos and virtual tours. Don’t forget to add links for ticket purchasing.

  • Interactive maps: Traveler guides and tips, and real-time weather conditions help travelers while keeping them engaged with your site. 

  • Transportation options: Allow users to see all available transportation options in real-time, including public transport, ride-hailing, and car sharing services.

  • Airport information: Tell travelers how to book airport transport, and provide them with flight information. These tips are crucial for a seamless travel experience.

Challenges of Media Management

The side-effect of using media is that you can quickly accumulate huge amounts of heavy files. This is when the management of media becomes a crucial aspect of your daily workflow. You need to organize your media and ensure that it works for you, rather than the other way around.

Here are the three main challenges you should expect when managing large amounts of media:

  • High production costs: Companies need to manage and deliver large volumes of images and videos to provide an engaging user experience. They need to do it across multiple channels and device types. This can often result in high production costs. 

  • Video conversion issues: Compatibility issues and poor formatting can degrade video quality. If you provide your visitors with low video quality, they might associate this quality with your brand and your travel offers.

  • Time-consuming tasks: Time-consuming manual tasks can slow down your workflow. For a travel blog, manual media management can work well. For a big website that continually updates its content, manual media management might necessitate a full staff.

Dynamic media platforms can help you manage your media. Many of these systems come packed with machine learning and artificial intelligence capabilities, which enable automation, smart search, and predictive segmentation. Assess your situation and your skills, and then choose the solution that meets your needs.

The Bottom Line

Today’s travel tech goes beyond static images and credit card payment options. Customers expect a smooth and quick digital experience that supports their travel needs. You can meet this demand with the help of sophisticated tools, which takes dynamic media from moving pictures to real-time personalization.

Want to enrich your online customer experience? Complete their journey with smart transportation technology.

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